Dec 28, 2012 6:00am PST
. romney's campaign argued after a long and expensive primary, they had to choose how to spend at the time, limited funds, and they had to claim it was better than defenses of his personal record. in the end, obama beat romney by ten points. on the economic values question that was this, which candidate is more in touch with people like you. 53% said romney's polauolicies d favor the rich. just 10% said that about the president's policies. and romney, the first republican nominee in the history of our poll to go into a convention with his personal rating under water and campaign with a painful number, just 47% of voters viewing him positively. the obama campaign was also able to get more bang for the buck because they bought ads early and they were careful about where to buy the ads. in the last week, they paid $5 fif 50 for a single ad in raleigh. the romney campaign had to pay $2,665 for the same ad. >> lesson two, the republican brand needs a hard look. the gop's favorable rating has been under water for two years, since december 2010. if you take that out, it's been nearly five years.